Unofficial Partner Podcast
UP466 Who's watching women's sport? New Sky Sports data challenges the industry's story on where the opportunity lies
Mar 25, 2025
Jo Osborne, Head of Women's Sport at Sky Sports, and Claire Kelly, Managing Director of Gemba Europe and Middle East, share groundbreaking insights on who’s really watching women's sports. They discuss new research revealing surprising demographic overlaps and the need for inclusive marketing strategies. The conversation also tackles how to engage diverse audiences, enhance brand loyalty, and adapt to evolving viewership trends. With a focus on gender equality and the unique dynamics of women's sports, it's a must-listen for anyone in the sports industry.
01:09:30
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Quick takeaways
- Recent research by Sky Sports reveals a significant crossover audience for women's sports, challenging existing marketing narratives around viewership.
- The findings highlight the importance of live sports in engaging a younger, passionate demographic that enhances value for women's sports subscriptions.
Deep dives
New Insights into Women's Sport Fandom
Recent research highlights a shift in understanding the audience for women's sports, challenging existing assumptions about their viewership. It reveals that while there is a distinct audience for women's sports, a significant portion of viewers are already engaged with both men's and women's events. For example, in tennis, 77% of passionate fans appreciate both men's and women's games, indicating a crossover that can be leveraged for broader marketing strategies. This information emphasizes the need for sports organizations to address this hybrid audience rather than solely focusing on fostering a new, separate segment.
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